A few weeks ago I was reviewing a Smile Marketing clients recall and sales letters. They were similar to many letters from other dental practices – matter of fact, lacking warmth and personality. There was no headline, no call to action and the copy didn’t flow. However, my main concern was that letters were not going out regularly, if at all.
But our client isn’t alone, is he?
So why are recall letters not being sent? A lack of process and responsibility for getting it done, regularly, is a big reason – so get it done, delegate or outsource. Make a start.
As with dental websites, which are indefinitely under construction whilst someone tries to make them word-perfect, sales letters are often stuck in the draft stage. It’s important to realise that good is good enough, don’t wait for perfect – better to send something good than nothing at all!
So what holds people back? Often it’s fear of failure or having time to get it done. You’ll never find the time, you have to make the time.
I’ve worked with lots of practice owners, one of the key factors for success is the ability to pragmatically get things done.
So get that recall letter written, get treatment promotions designed and work on your website.
Make a start.